How to Get More Reach on Facebook for Your Hospitality, Weddings or Events Business by Black and White Marketing
There is a general feeling in the events and hospitality industries that Facebook is ‘being greedy’ and forcing businesses to pay for reach by deliberately decreasing their ability to achieve organic results.
There is a sense of frustration amongst hospitality businesses and this stems from a general misunderstanding of the purpose of Facebook marketing. This can be seen in the recent rumour that was perpetuated on social media that Facebook would allow high reach on business page posts that included the word Facebook multiple times. Businesses failed to realise that in pleading with their followers to engage with the post, and by speaking to their fans on a highly-personalised level, they were engaging their fans. Rather than obtaining high reach because their post included the word Facebook multiple times, it was their fans engaging with that post that caused the high reach. This is the basic principal that hospitality and events businesses need to apply to their social media marketing ongoing. Here are some quick tips on understanding reach and how you can attract more of it for your Facebook page.
Overly promotional posts and pages will be penalised. The main changes to Facebook’s algorithmically ordered feed was to stop overly promotional posting by business pages. Simply, if you are clearly selling – e.g. including your business phone number, constantly posting ‘visit my website to buy a, b and c, your reach will go nowhere.
Facebook is a user experience and will continue to adapt its algorithms to ensure a better experience for the user. Facebook and its users do not want to see overly promotional or direct sales posts. Your social media strategy needs to highlight what value you will be providing your followers through your social media marketing. Tell a story. Paint a picture. Provide some kind of value to your followers.
Create valuable content.
Hospitality and events businesses need to create their own content – weather it be videos of Chef’s creating a signature dessert (with DIY instructions so that the viewer can create the dessert at home) or interesting advice articles about wedding style trends or helpful hints on how to organise a successful event at home. It’s all about providing value to your followers – delighting, educating, helping and inspiring them.
Use Tags and Hashtags.
Experts widely disagree on this point, however many suggest that using 2 hashtags relevant to interest groups or specific areas (e.g. food, cafes, weddings) will create higher reach on posts. It can’t hurt to try. Facebook hashtags should specifically refer to the interest group that your post relates to e.g. Weddings
Tagging your event partners such as venues, event managers, caterers etc. that were involved in the event/wedding/conference/ project will give you more reach. As well as just being common courtesy!
Check your stats.
Report regularly on which posts are being engaged with. Use the free Facebook Insights tools to your advantage and if something isn’t working, fix it. Review your market demographics and know who you are speaking to and what they like (and don’t like). Marketing is all about trying new things – but trying new things is pointless if you don’t measure the outcomes and adapt.
Engagement as a marketing metric, continues to be an afterthought however it should remain a critical success factor, especially if you want more reach on Facebook. Every time one of your fans engages with your posts, your reach spreads to their friends also. Reach is but one of many important metrics that you need to focus on and analyse regularly.
Facebook is all about the user experience – so if your business page is providing consistently valuable, interesting and exciting content that is being engaged with, your organic reach will soar.
Lauren Lacava is the Managing Director of Black and White Marketing, a Melbourne based marketing agency and consultancy that specialise in helping hospitality, wedding and events businesses grow. Need help growing your business but don’t know where to start? Click here to make your free consultation appointment.